Development of a
Framework for
Provincial Tourism
Statistics
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Presentation to Provincial Tourism
Coordinating Committee (PTCC)
27 October 2015
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Orientation
Phase 1: Compile
Secondary Data
Eastern Cape Tourism
Phase 2: Framework
for Tourism Statistics
Collection and Primary
Data
Phase 3: Packaging and
Reporting
WE ARE HERE
Training
Orientation
Inception
Report
Discuss
critical
data gaps
Compile Eastern Cape Statistics
Collect and collate
statistics
Training manual finalised
Training administered
Source, Frequency,
release dates and
restrictions
Stakeholder Liaison and Municipal Profile
Identify Provincial and National
Tourism Stakeholders
Workshop
Develop a Provincial Statistical
Publication
Frequency of
release
Municipal and institutional profile
Indicators –
Primary and
Secondary
Represent data,
discussion of
content, design
and release report
Collection of Initial Data-Case Study
Case Study
Tour- KZN
Identify
Case
Studies
Develop a plan for Primary Statistics Collection
Identify
indicators
Outcomes
Report
Harmonise data compatibility and comparability
Develop data collection tools
Close Out Report
Pilot Primary Data collection
Training Logistics
Training manual
Key lessons learnt
Undertake a pilot survey to test recommendations
Would not be a representative sample
Training Programme
Implementation Plan and Statistics Framework
Training
Framework for tourism data collection
Recommendations
Implementation
Plan
 To develop a framework for the collection and collation of
tourism data at provincial, district and destination level.
 To promote and improve the quality and quantity of tourism data
information within the province to inform planning and decision
making at regional level.
 To standardise collection of tourism data and reporting.
The objectives of
the study
 To improve and promote monitoring of tourism sector
performance.
 To promote alignment and consistency in reporting on tourism
research with the NTSS, Provincial Strategy and SAT Statistics.
 To provide baseline information in areas where this is lacking.
 To provide training to DEDEAT/ECPTA tourism and research
staff to raise capacity for maintenance and improvement of the
reporting framework.
Case study analysis and benchmarking
Spreadsheet framework
Elements of
the Study
Training
Tourism Research Management Framework
Municipal and Stakeholder consultation
Why tourism
research is
different to
other sector
research
1.
Tourism customers don’t buy a good
2.
There is no single purchase decision
a)
a trip, domestic or international, daytrip or overnight is not
normally one purchase decision.
3.
The tourism industry includes may related industries and sales
in other sectors: catering, trade, agriculture, business services,
finance etc.
4.
Its an intangible object
Tourism Stats
in the News
Retrenchments a possibility –
FEDHSA- Tourism Update 1 Oct
2015
Case Study
STATISTICS SOUTH AFRICA
INTERVIEWS
CONDUCTED WITH
NATIONAL ENTITIES
SANParks
Tourism Satellite Accounts Unit
Domestic Tourism Survey Unit
Tourism Marketing Research Unit
SOUTH AFRICAN TOURISM (SAT)
NATIONAL TOURISM RESEARCH &
KNOWLEDGE MANAGEMENT
(NTR&KM) COMMITTEE
NATIONAL DEPARTMENT OF
TOURISM
KWAZULU-NATAL
Tourism KwaZulu-Natal
WESTERN-CAPE
Wesgro Research
Unit
GAUTENG
Gauteng Tourism
Authority
EThekwini Tourism
INTERVIEWS
CONDUCTED WITH
PROVINCIAL
RESEARCH ENTITIES
LIMPOPO
Limpopo Tourism
Agency
MPUMALANGA
Mpumalanga Tourism
and Parks Agency
NORTH-WEST
PROVINCE
North West Parks and
Tourism Board
NORTHERN CAPE
Northern Cape
Department of
Economic
Development and
Tourism
FREE-STATE
Department of
Economic
Development,
Tourism and
Environmental Affairs
• Some provinces are more advanced with research and reporting than
others- this correlates to the level of importance province has as a
domestic or international destination
• Part from three leading provinces in research, the majority of provinces
are in the same situation as the EC
Findings
• Lack resources, capacity and know how
• Data is national and often not relevant at provincial level
• No sub-regional data
• Don’t subscribe to data publications
• All provinces required to report on tourism indicators to NDT
• Yet data is all nationally collected
• NDT has not considered developing a framework for provinces to collect
research.
 Research is expensive –R5 million p.a.
 Need time to develop and phase in various elements
 Annual planner is crucial – every year at the same time events happen
need to be ready for them
 Benchmark your department
Case Study
Recommendat
ions
 Clear distinction between agency and the Department research
activities
 Build good relationships with stakeholders- ACSA, Road agency,
Convention Bureau and the LTOS
 Annual updating on databases, baseline data collection
 Employ staff with the right attitude, qualifications and background
 Know the reason for research
 Utilise National tourism research and knowledge management forum
 Presentation of findings is important
 Use of regional municipalities
Figure 12: Bednights- Eastern Cape 2005-2013
Eastern
Cape Profile
Table 19: Domestic Tourism Statistics
Domestic Travel
Total Domestic Trips
Domestic Travel Incidence- Annually
Average number of trips by a South
African Adult
Trips by Purpose
2012
25.4 million
40%
2.0
2013
25.2 million
35%
2.1
Total Direct Domestic Spend
R21,8 billion
VFR: 70%
Holiday: 11%
Business: 8%
R24,3 billion
Growth
12%
Source: SAT,2013
 Accessed available Eastern Cape data
Eastern Cape
Profile





StatsSA
SAT
SANParks
ACSA
Port Authority
 Analysed the data limitations, frequency, reliability etc. of each
source
 Analysed the EC data to draw tourism profile for the province
 Interviewed DMs, LTOs and Metros’ and ECPTA on their tourism
research activities.
SAT
Data Sources
•SAT Departure Survey
•Results in Annual / quarterly
/ monthly reports
•Domestic Survey
•Only available till 2018
StatsSA
• Domestic Survey
• Migration Study
• Dept of Home Affairs
immigration
• Accommodation survey
• National Tourism Satellite
Accounts
Other
• Provincial Agency
• Supply database
• TGCSA
• Graded accommodation
• ACSA
• Airport arrivals
• STR
• Hotel occupancy
• Forward Keys
• Arrivals source markets
• Attraction Visitor Numbers
 SA Tourism’s Departure Survey
 is weighted using the data published by StatsSA. Should this data be
incorrect, there would be a direct impact on the data released by SAT.
 Samples are drawn to be representative at a national level. As tourists
only visit on average 2 provinces, reliability of data for other provinces
diminishes.
 Sample size for EC is based on how many people interviewed visited the
EC
Limitations of
Surveys
 Tourism Satellite Account
 Highly complex and expensive
 2 year delay in data analysis
 Migration Report
 Differentiates between: South Africans, foreign travellers, foreign arrivals,
visitors, tourists because the report is not a tourism report – it is a report
on migration hence the need for precise differentiation.
 Delayed in the past by Dept of Home Affairs
 Transit visitors are now excluded
 StatsSA Domestic Survey
 Will supersede the SAT Domestic surveys and completely replace it by
2018
Categorising
the Data
Type
Market Performance
Market Intelligence
Supply Performance
Tourism Impacts
Strategic Management
Objecves
Measure and monitor
tourism arrivals and
receipts rela ve to other
areas
Gain the best possible
knowledge of visitor
profiles, preferences and
pa erns
Measure and monitor the
nature and growth in
tourism investment and
supply through the value
chain
Measure and monitor the
total economic,
environmental and social
value and effects of tourism
Gain an understanding of
cri cal gaps and
opportuni es in developing
and sustaining the
des na on
Applicaon?
1. Demonstrate tourism
growth
2. Track performance rela ve
to the rest of SA
Data
Indicator
Sources/
Methodologies
Status/
gaps
Real value and trends by
month/year:
•
Arrivals(incl. MICE)
•
Stay/bednights
•
Total receipts
•
Occupancy levels,
numbers, spend
•
Conferences/events
a racted
Real numbers
1. Extrapolate from SAT arrivals
and exit survey
2. Extrapolate from Stats SA
domes c hh survey
3. Deduct from StatsSA
accommoda on survey
4. Possible EC online supplier
panel survey
5. Conference venue reports
Trends
5. Above methods +
6. Monitor visitor arrivals at
key visitor points
1. and 2. For now these are best
sources; Exit survey error risk
due to non-stra fied and
small EC sample, data and
sample size does not allow
municipal level applica on.
StatsSA domes c improving
to higher quality but not local
level applica on
3. Published data only at
na onal level – check
4. Need to agree with
consistent suppliers panel
5. Seems feasible – need to
iden fy and agree with
owners/organisa ons
1. Iden fy EC target source
markets segments
2. Mold marke ng/product
development according to
market demands
3. Address delivery gaps
Visitor Origin (source
markets), Demographics,
Spend, Ac vi es, Mode and
Entry point, Loca ons visited
during and prior, Sa sfac on
levels, Mo va on and booking
channels, etc.
1. Extract and analyse EC
responses from SAT exit
survey
2. Quarterly/bi-annual visitor
surveys at selected key
visitor points
3. Visitor profiling through
visitor books at suppliers/
a rac ons/VICs
4. Website analy cs
1.
2.
3.
1.
2.
3.
4.
1.
2.
3.
4.
1.
2.
3.
4.
SAT data analysis currently
best op on - risk of datad
accuracy depending on EC
response size
Visitor surveys could be
highly valuable but costly;
consider outsourcing
Visitor books are admin
intensive and since no
probability sampling there
is no way to gauge the
validity and reliability of
fini ng s
Website analy cs easy and
affordable – training
required
1.
2.
3.
4.
Track product variety,
ownership, spa al
distribu on, quality
Track supply occupancy
and capacity
Monitor investment value
and opportuni es
Number and size of tourist
businesses
Ocuupancy and REVPAR
levels
Number of graded
establishments
Number and size of of
black owned businesses
1.
2.
3.
1.
2.
3.
4.
Desk research and
fieldwork to update
provincial directory of
tourism businesses
Membership and/or
compulsory Iegistra on
systems and lis ngs
Industry electronic surveys
and forms with request to
update
Extracs from municipal
business licenses data
bases
1.
Database outdated, need
to be updated regularly
Easy and seamlless
registera on/membership
system to be developed
Need to enforce ECPTA las
as regards registra on of
tourism businesses.
Need capacity to collect
and sort informa on.
1.
2.
3.
4.
5.
6.
7.
2.
3.
4.
5.
Iden fy and mitgae
environmental impacts
Demonstrate direct and
indirect economic impacts
Iden fy and mi gate social
impacts
Contribu on to GDP, direct
& indirect revenues/ taxes/
employment/, leakage
MICE & event economic
impacts
Pollu on, water , waste,
energy usage levels
Resident tourism usage
Satellite accounts/Inputoutput analysis
Value Chain analysis
Simula ng accounts using
market and supply sta s cs
Environmental Impact
studies (full and limited)
Biodiversity Reports/ SoE
reports
Event and conference
impacts studies
Resident percep on
surveys
No provincial satellite
account
Limited data available for
simulated modelling –
simplified model needed
for impact measurement
No tool in place to measure
and monitor cultural, social
and environmental impacts
of tourism.
On environmental side
could make use of State of
the Environment Reports
Resident percep on
surveys expensive –
monitoring media coverage
1.
2.
3.
1.
2.
3.
4.
5.
1.
2.
3.
4.
5.
6.
1.
2.
3.
4.
Corporate/des na on
strategic and spa al
planning
Investment promo on
Securing stakeholder
engagement and support
Compe
veness index
Government targets
SWOT and other
des na on analysis
Tourist sa sfac on, crime
incidents, etc.
Scope and scale of tourism
investment opportuni es/
incen ves
Corporate strategic plans
Tourism development
plans/master planning
Tourism-related plans/
regula ons of other
agencies/ministries
Provincial applica on of
global compe
veness
index
Compiling investment
database
Sa sfac on surveys and
complaint/sugges on
channels
Need to link EC tourism
master plan to research
outcomes
Limited coordina on with
other departments and
levels of government and
no inventory of tourism
related plans, regula ons,
etc.
Limited capacity to
coordinate research
efforts and research
Investment opportuni es
and facilita on
fragmented
Framework for
Tourism Data
Collection
 There is an gap for standardised data collection methods in
South Africa at provincial, district, local and destination level.
 There are a few provinces who have mastered collecting
data at district, local and destination level those being
KwaZulu-Natal, Gauteng and the Western Cape.
Existing situation
 Currently provincial, district, local and destination entities
are dependent on information received from South African
Tourism, StatsSA and the Tourism Satellite Accounts to
formulate annual reports and performance indicators.
 Existing tourism information systems do not have an overall
framework for the collection of tourism information. The
focus is on destination demand information and performance
measurements.
 The Eastern Cape should establish its own research programme and publish
their research on their website as it is the first source of access which
planners/stakeholders/tourists have with the Province and information needs
to be readily available to them.
 Eastern Cape could negotiate a partnership with NDT and StatsSA for
increasing sample sizes in the national surveys and expanding methodologies
of the surveys to allow for a suitable and consistent level of statistical accuracy
at provincial level and for key local destinations.
Findings for a
Statistical
Framework
 Eastern Cape implement an effective statistical ‘warehouse’ system for the
province where nationally extracted and locally collected data can be stored
and retrieved over longer periods, with easy access to stakeholders.
 Setting up a regional tourism observatory in collaboration with a local
university or private consulting partner as the key unit for operationalising
an information system for the Eastern Cape.
 Where it is not viable to expand or adapt surveys to ensure validity of regional
and/or local findings, statistical modelling and simulation methods should
be investigated and applied for extrapolating data to local level.
 Consider and expand statistics beyond demand and supply measurement to
the other areas such as, measuring environmental, social, cultural and
economic sustainability.
 An Annual Research Plan is necessary for the Eastern Cape to formulate a
programme to guide specific research projects that needs to be undertaken.
•
•
Designing a
Provincial Tourism
Research
Management
System (TRMS)
The focus of any research management system is to provide the right
information at the right time to facilitate decision making.
The design of a research management system for the tourism sector of
the Eastern Cape should therefore be aimed at addressing the goals
and objectives of the Tourism Master Plan.
Tourism Development
Goals
Tourism Information
objectives
Tourism information
and data requirements
ECTMP focus Areas and measures of Performance
Foreign Tourism
Arrivals
Economic Output
Domestic Tourism
• Increase in accommodation
and catering sub-sector GDP
• Increase share of overnight
visitors
• Increase direct spend of
domestic visitors (including
overnight and same-day
visitors) to the Eastern Cape
• Increase number of holiday
trips to the Eastern Cape
• Increase share of foreign
tourists
Skills Development
Geographic Spread
Rural Urban
• Ensure that national MOU is
also implemented in the
Eastern Cape
• Regular tourism research
processes implemented at all
municipalities in the province
Visitor Experience
• Visitor expectations met in
the Eastern Cape (data to be
drawn from national rating
system)
• Increase share of foreign and
domestic bednights spent in
lesser visited parts of the
province
Tourism Awareness
• Increase levels of awareness
of tourism and its value
within the Eastern Cape
• Increase level of community
participation in the sector
• Increase the number of
councillors and officials that
have been trained in tourism
• Increase the number of
visitors and bednights spent
in rural areas of the province
Brand/ Marketing
Awareness
• Eastern Cape brand
awareness in core markets
Employment
• Increase the number of
people employed in the
sector (direct) and maintain
current jobs
Seasonality
• Increase share of bednights
spent in low-season months
BEE
• Increase number of
companies with BEE
scorecard
• Increase number of tourism
companies reaching
scorecard targets
• Increase number of black
majority-owned companies
in the tourism industry
Investment
• Increase the ECPTA tourism
budget allocation
• Increase the provincial
government and
municipalities’ tourism
budget allocation
• Increase private sector
investment in tourism (for
new and existing projects)
Stakeholders
• Number of transfrontier/
trans-boundary programmes
implemented
• Tourism institutional
framework implemented
Responsible
Tourism
• Increase number of tourism
programmes and projects led
by and benefiting
communities
• Increase in number of
tourism businesses
incorporating responsible
tourism management and
practices in line with
responsible tourism
To grow tourism demand
• in the Province within the competitive global and domestic environments. The goal of growing
demand leads on to a number of objectives such as improved market segmentation, marketing and
branding, the distribution of destination information and increased ease of access by tourists to the
tourism service and facilities.
Goals for
Tourism
Development
To grow and develop the supply of appropriate quality levels of tourism
products and services in the province
• such as tourism infrastructure, accommodation facilities, attractions and activities that aligns to
tourism behaviour patterns and related market segments identified. Policy objectives that relate to
this goal deals with the spatial distribution of tourism facilities and emerging enterprises.
To improve the efficiency and effectiveness of existing and new tourism value
chains
• taking into account the delivery of responsible and accessible tourism facilities and tourism services.
Also important to this goal is the development of people skills and capacity.
To establishment a sound institutional framework
• within the Province, improve tourism policy and related legislation environments and to remove
hindrances and blockages in the tourism system such as organisational inefficiencies. Other
objective that falls within this goal are the transformation of the tourism sector; achieve; rural
tourism and emerging tourism enterprise development.
A Tourism
Research
Framework
Unpacking
Tourism
Information
Indicators
Organising for
Implementation –
Provincial
responsibility for
TRMS
SCENARIO A
SCENARIO B
SCENARIO C
ECPTA
ECPTA &
DEDEAT
DEDEAT
 Existing model in SA
to use the DMO for
research;
 Focus mainly on
visitor profiling
information
•
•
 Partnership between  DEDEAT responsible
ECPTA & DEDEAT
for tourism
 ECPTA can continue
development
to focus on visitor
 Report on
profiling
performance
 DEDEAT focuses on
indicators to NDT
performance
The focus of any research management system is to provide the
right information at the right time to facilitate decision making.
The design of a research management system for the tourism sector
of the Eastern Cape should therefore be aimed at addressing the
goals and objectives of the Tourism Master Plan holistically.
Organising for
Implementation –
Structuring a
Tourism Research
Management Unit
The budget estimate for the establishment and operation of an Eastern
Cape Tourism Knowledge and Information Unit is estimated to be in the
order of R5 to R6 million annually.
Actions Required
Action Plan
• The framework should be taken to a broader NATIONAL AND
PROVINCIAL forum for buy-in
• A detailed business plan should be development for the Tourism
Research Unit
• An Annual Research Plan is necessary
• Setting up a regional tourism observatory
• Implementing an effective statistical ‘warehouse’ system
• Starting with a limited number of indicators and adapting and
expanding the set of indicators as the project expands
• Statistical modelling and simulation methods should be
investigated and applied for extrapolating data to local level
• Consider and expand statistics beyond demand and supply
measurement to the other areas such as, measuring
environmental, social, cultural and economic sustainability
• Working with NDT and StatsSA in defining suitable statistical
sample plans
Get broad base buy in from National, Provincial and
Local levels
Recommendations
Preparation of Business Plan for EC TRMS
The Way Forward
The detail planning for and implementation of the
Eastern Cape Tourism Knowledge and Information
Unit should be undertaken. This also entails the
planning and development of the research
programmes and the design of the statistical
methodologies to the implemented by the Unit.
Questions